Yahoo Brings ComScore Verification to its Ads

Yahoo Stream AdsYahoo has integrated ComScores verification capabilities into its ad buying and reporting platforms.

Yahoo will use the VCE (Validated Campaign Essentials) ad delivery validation solution across its direct and programmatic offers. VCE provides unduplicated accounting for impressions, evaluating how many validated impressions reached the campaign target audience

This capability isnt currently available on mobile, but is due to become available in the next several months.

“Brands are reaching their audiences through multiple channels and need a consistent way to measure results across their campaigns,” said Eric Lange, VP of product at Yahoo. “As we innovate to deliver a unified solution for advertisers, integrating ComScore VCE with Yahoo ad platforms provides advertisers with one place to buy, measure and analyze campaigns against all available data. That’s something advertisers can’t get anywhere else today.”